You know the business you should be winning.
You're not writing what you used to, and business you were built for keeps going somewhere else.
Everyone says the same
three things.
Open the websites of five firms that compete with you and you'll find all three.
There is a reason this happens. Two firms can offer similar coverage on similar paper at a similar price. But what actually separates them is judgment, responsiveness, and whether they'll still be there in five years. None of that is easy to prove on a website, so firms fall back on saying they're "trustworthy." Everyone says it, so it stops meaning anything.
What this actually buys you, depending on where you sit.
Retail brokers
You're explaining yourself to two audiences that want opposite things. A client wants to know you understand their operation well enough to place it properly. The market wants to know your submissions are clean and your book is disciplined. Most broker websites are written entirely for the first and leave the second to guess.
Wholesale brokers
When a hard risk hits a retail agent's desk, they have three or four places they could send it and pick one in about a minute. They pick on who'll actually get it placed, and on trusting you not to go near their client afterward. That decision happens on reputation, before anyone talks to anyone.
MGA, MGU, and program business
You're selling upward and downward at the same time. Carriers are deciding whether your underwriting judgment is worth capacity. The brokers who bring you business are deciding which program to remember out of several that cover the same class. Without an identity of its own, a program gets described as "that E&S thing" and the flow goes to whoever named it better.
When the brand work usually gets on the agenda?
Almost nobody sits down and decides it's time, until one of these happens.
A new program or line is coming
Whether it gets used or forgotten is decided before the first submission.
You lost something you should have won
Not on price, not on coverage. More than once.
Someone was hired to own marketing and inherited nothing
They're being asked for campaigns before anyone decided what the campaigns should say.
The firm outgrew the founder's relationships
What carried the business for twenty years doesn't scale.
Two firms became one
Two names, two reputations, and no clear answer to what you are now.
The next generation is taking over
One name carried the firm for thirty years. The next one has to carry it differently.
Why Orange Banana exists.
The market is flooded with the same jargon and the same interchangeable promises, and now AI writes most of it. There is more content than ever and less of it means anything.
When every firm reads the same, buyers stop reading. What your partners and your clients need is not more of it. It's one honest, clear answer to what you do and who you're for, and the same answer everywhere they meet you.
Hands-on experience with every stage of the policy lifecycle, alongside retail and wholesale brokers, carriers, MGAs and MGUs, program administrators, and captives. Nobody has to explain any of it to us first.
That's the gap Orange Banana exists to close. We find what you're already good at, put it in words your market uses, and make sure the right part of it shows up wherever someone meets you.
Damjan Markovic
Founder | Brand Strategist
IMCA member since 2022
Who this is not for.
Tactical Ordering
Anyone shopping for a website, a logo, or "just social," with no interest in the thinking underneath it.
Status Quo Protection
Anyone who doesn't want their current positioning questioned during the diagnostic phase.
If any of that sounded like your firm, that's the conversation.
Thirty minutes, no deck. You describe where things aren't landing, and we tell you what we'd look at first. Nobody has to decide anything on that call.